Work more. Play more. Explore more. Network more…

For years, we’ve all felt the pressures of endless to-do lists, been sold the belief that in order to live well, we need to find a way to do it all: cook your meal plans, raise your kids well, keep up with all the latest music/series/memes/books that everyone is talking about, build an epic career, and still get 8 hours of sleep every night – or be made to feel like a bit of a failure for not keeping up.

…Uber eats is calling time on the hyper generation. Its new campaign by Mother London captures the art of doing less.

Uber Eats’ new brand campaign aims to capture the art of doing less. Doing less = more time to live well. The campaign appear across TV, BVOD, cinema, social, digital, print and OOH, nationwide in the UK for the next eight weeks.

Maya Gallego-Spiers, head of marketing at Uber Eats UK&I, commented, “We’ve been conditioned to keep busy, keep hustling and use every minute of every day to be productive. In a world where the pressure is high to do more more more, we hope to take a little off your plate and give you some time back so you can embrace the art of doing less.”

The Embrace the art of doing less campaign includes three hero ads, Do Less Dance, Do Less Nails and Do Less Parrot, all vignettes of what you can do with the time you’re saving by getting the things you need delivered by Uber Eats, each with music that builds a story and ending with the new tagline, Uber Eats: Get Anything. The TVCs are supported by six social films and out of home with bold typography in headlines such as Downtime is served, Dishes that take one thing off your plate and Sweet f*** all never tasted so sweet.

Martin Rose, creative director at Mother London, commented: “After lockdown, we all seem to have accelerated back to a hustle culture of more more more. Rather than aiding that, we wanted to focus on the opposite, the joy of doing less. 

Hannah Tarpey, creative at Mother London, added, “Focusing on the wonderful weirdness that has time to flourish when we order a delivery and take an evening to be ourselves. We wanted all the work to feel effortless and have space to breathe – films without unnecessary cuts, posters without too much fuss – creating refreshing pauses in a climate of noise.”

Credits:

Client: Uber Eats UK & Ireland
Head of Marketing at Uber Eats UK&I: Maya Gallego-Spiers 

Creative: Mother
Strategy: Mother

Production Company (TV): Biscuit Filmworks
Director: Andreas Nilsson 
Production Company (Social): Biscuit Filmworks
Director: Bine Bach

Post Production: Selected Works
Grade: Hannibal @ Bacon via Selected Works
Edit House: The Quarry
Editor: Jonnie Scarlett
Audio: Sam Robson at No8
Music Clearance: Leland Music